American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
Guerrilla Projections
Trusted by the world's most ambitious brands: Netflix, Disney, Coca-Cola, FanDuel, Live Nation, iHeartRadio, the US Marine Corps, and The Weeknd × YouTube have all deployed AGM guerrilla projection campaigns. Projection advertising that generates press coverage, social documentation, and earned media — not just impressions.
American Guerrilla Marketing projects your brand onto buildings, landmarks, and architectural surfaces worldwide — 20,000-lumen commercial systems, direct technical crews, and the scale that makes audiences stop, photograph, and share.
There is a specific kind of advertising that stops a person on a sidewalk. Not because it’s loud, not because it’s intrusive, but because it has appropriated the physical environment so completely that it demands to be witnessed. A 20,000-lumen projection on the face of a building doesn’t ask for attention — it commands space. The building that pedestrians have walked past a thousand times without seeing becomes, for one night, a canvas that belongs to the brand that put something there worth looking at. That is the mechanism of guerrilla projection advertising, and it cannot be replicated by any other advertising format.
Lumen Commercial System
Hours Per Night Campaign Window
Attendees Reached — CMA Fest Alone
Documented Reporting Every Campaign
American Guerrilla Marketing executes guerrilla projection campaigns worldwide — 20,000-lumen commercial systems, direct crews, GPS-documented reporting, and a client roster that includes Netflix, Disney, Coca-Cola, and the US Marine Corps. The medium that no digital campaign can replicate.
The fundamental advantage of projection advertising over every other outdoor format is the relationship between scale and cost. To purchase a billboard-scale brand impression on a prominent building facade in a major urban market, a brand would need to either negotiate a multi-million-dollar wraparound wallscape or buy a traditional billboard at a location that is adjacent to but not on the building. A guerrilla projection turns the same building — or any building — into an advertising surface for one night, without a lease, without a construction permit, and without any permanent modification to the surface. The impression that results is larger, more visually commanding, and more contextually surprising than anything the paid wallscape could deliver, at a fraction of the cost.
But the more important strategic advantage of guerrilla projection advertising is what happens after the projection ends. The audiences that encounter a compelling projection do not simply see it and move on in the way they process a static billboard or a digital banner. They photograph it, video it, post it, tag it, and share it — turning the projection’s reach from a physical impression into a social media event with a life that extends far beyond the four to six hours the projection is live. AGM has documented this amplification effect across campaigns for Netflix, Disney, and The Weeknd × YouTube, in each case generating earned media coverage that reached audiences multiple orders of magnitude larger than the physical impression count alone would predict.
American Guerrilla Marketing executes guerrilla projection campaigns with its own direct technical crew — not subcontracted to local operators in whatever market the campaign runs. The 20,000-lumen commercial projection system, generator and power solution, electronics bundle, and mobility unit are all AGM equipment, deployed by AGM staff. The crew that arrives at your campaign location has run AGM projections before. They understand the system, they understand the surface assessment process, and they are accountable through the same operational chain as the campaign team that planned the activation.
Guerrilla projection advertising’s effectiveness is entirely dependent on the quality of the equipment. A 5,000-lumen projector produces a washed-out image in any ambient urban light environment. A 10,000-lumen system handles controlled environments but degrades significantly in the presence of streetlights, vehicle headlights, and lit storefronts. The 20,000-lumen commercial projection system that AGM deploys on every campaign is built for the most demanding urban lighting environments — the kind where a competing brand’s illuminated signage sits twenty feet from the target surface, where passing vehicle headlights sweep the projection zone every thirty seconds, and where the ambient light level fluctuates from block to block based on the streetlight infrastructure.
At 20,000 lumens, the projection maintains color accuracy, contrast depth, and visual resolution even in conditions that would reduce a lower-powered system to a barely-visible wash of color on a wall. This is not a subtle technical distinction — it is the difference between a campaign that generates photographs and a campaign that requires the caption “you had to be there” to make sense of the documentation. The system AGM deploys produces images that photograph exactly as they look in person, which is why AGM clients receive documentation they can actually use for press, social media, and internal stakeholder reports.
Beyond the projector itself, every AGM guerrilla projection deployment includes a generator and power solution that eliminates dependence on local electrical infrastructure, an electronics bundle that handles signal routing, content management, and brightness calibration, and a mobility unit that gives the crew the flexibility to reposition equipment based on what the scouted surface actually looks like after dark — because surfaces behave differently at night than they appear to during daytime location scouting, and having the mobility to adjust for that reality is the difference between a planned campaign and an executed one.
US Marine Corps × CMA Fest Nashville: AGM executed multi-night guerrilla projections on architectural surfaces throughout the CMA Fest footprint, reaching 80,000+ festival attendees across the campaign window. This is not a claimed estimate — it is a documented reach figure from a confirmed AGM case study.
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Nationwide
Industry City, Brooklyn, New York 11232
American Guerrilla Marketing
Hours
Mon - Fri: 9 AM - 5 PM
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Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Guerrilla Projections
Film key art projected onto a building at the center of the entertainment district the week before a major release. A streaming series’ most iconic image — full building-scale — on the face of a warehouse in the neighborhood where the show’s target audience lives. A music video’s visual treatment projected alongside the album release date onto the venue where the artist is performing three nights after launch. Entertainment release campaigns represent AGM’s most consistently executed projection category because the entertainment industry produces the exact content — visually striking, culturally loaded, recognizable to the right audience on sight — that makes projection advertising most powerful. AGM has executed entertainment projection campaigns for Netflix and Disney, both of whom understand that street-level physical presence during a release window creates the cultural context that accelerates discovery by the audiences who matter most.
Major festivals, concerts, and live events create predictable concentrations of a brand’s target audience over a defined time window — a circumstance that projection advertising exploits more effectively than any other format. The US Marine Corps × CMA Fest Nashville campaign is the clearest documented case study: multi-night projections on architectural surfaces throughout the festival footprint reached 80,000+ attendees across the campaign window, creating brand impressions at a cost-per-contact rate that no other outdoor advertising format at that event could approach. For brands active in music, sports, food and beverage, outdoor recreation, and any category where festivals represent a core audience concentration moment, guerrilla projection advertising at event sites delivers reach, visual authority, and social amplification in a combination that no paid placement within the event fence can replicate.
The moment when a brand introduces a new product, a new identity, or a new category entry to the market is when physical presence matters most — because physical presence makes the introduction feel like an event rather than an announcement. A consumer tech launch projected onto a major building in the neighborhood where the target demographic is most concentrated creates a brand moment that the digital launch announcement cannot. The audience that encounters the projection doesn’t experience it as advertising. They experience it as a public phenomenon — something that someone went to the trouble of putting on a building, which means it must be worth knowing about. That psychological framing, which projection advertising creates uniquely, is the reason that brands in competitive categories continue to invest in projection campaigns even as their digital budgets grow.
Advocacy organizations and political campaigns have specific requirements that guerrilla projection addresses at a uniquely favorable cost-to-impact ratio. The format is inherently confrontational — it appropriates public space in a way that demands engagement — which is exactly the right register for messages that are trying to shift opinion, mobilize action, or register protest at scale. AGM has executed projection campaigns for the Women’s March and Reproductive Freedom for All, both of which generated significant national earned media coverage from the projections themselves — not from paid press outreach, but from the inherent newsworthiness of the visual statement on the building. For advocacy campaigns with limited budgets and urgent timelines, guerrilla projection advertising delivers press coverage and public impact that no paid media buy at an equivalent cost could match.
The Weeknd × YouTube countdown campaign demonstrated a projection advertising format that the static outdoor world cannot execute: narrative over time. Rather than a single brand impression, a countdown projection creates a sequence — the audience that sees night one of the countdown knows something is coming; night two builds that anticipation; by night three, the moment of the reveal carries the weight of accumulated attention. This anticipation mechanic is uniquely available to projection advertising because the format is inherently episodic — it appears, creates an experience, and disappears, which means the audience’s next encounter with it carries the memory of the previous one. No static billboard can create that relationship with a passing audience. Projection advertising can, and AGM has executed it.
Some guerrilla projection campaigns are designed primarily to generate press coverage rather than direct consumer impressions — to create a visual event compelling enough that entertainment media, social photographers, and mainstream press document and distribute it at no cost to the brand. FanDuel and Coca-Cola have deployed AGM projections in this mode, creating visual moments in high-profile locations that enter the media ecosystem through organic coverage rather than paid distribution. The economics of a well-executed brand stunt projection are exceptional: the production cost of one night of AGM projection is a fraction of the earned media value generated when the campaign images appear in entertainment press, social media, and editorial photography. For brands that are playing offense in their category and need a moment that generates genuine cultural noise, the brand stunt projection is the highest-leverage outdoor advertising tool in existence.
The difference between a guerrilla projection campaign that produces exceptional documentation and one that produces mediocre results is almost entirely determined by surface selection. Not all walls project equally. Light color improves contrast; dark or textured surfaces absorb luminosity and reduce image definition. A flat, smooth surface holds the projected image with precision; a rough or irregular facade distorts it. Ambient light from adjacent signage, streetlights, or passing vehicle traffic competes with the projected image in ways that vary dramatically block by block. Sight lines — the unobstructed view from pedestrian flow to surface — determine how many people actually encounter the projection at full quality during the campaign window.
AGM’s location scouting process addresses all of these variables through physical on-the-ground assessment. Every recommended AGM projection location has been physically walked by a scouting team member after dark — with notes on surface quality, ambient light levels, sight lines, pedestrian traffic density during the target window, and vehicle access for AGM’s equipment. This is not a Google Maps evaluation. It is a field assessment conducted in the conditions that the campaign will actually run in.
Advance location scouting for a campaign market is included in AGM’s project scope and is the necessary first step of every projection deployment. For campaigns requiring private property agreements — which provide guaranteed position stability for multi-night activations — AGM handles property access negotiations as part of the campaign planning process. Private-property locations eliminate the positioning variability of unpermitted surfaces and are recommended for any campaign where the projection surface is as important as the content displayed on it.
Every AGM projection campaign begins with a conversation about objectives: what the brand needs to communicate, who it needs to reach, what urban environments are most relevant to those audiences, and what event or launch timing shapes the campaign window. From this brief, AGM develops the targeting framework — which market, which neighborhoods, which architectural surfaces are the right canvas for this specific campaign.
AGM’s scouting team conducts physical after-dark assessment of candidate surfaces in the target market. Every recommended location is documented with surface quality notes, ambient light analysis, sight line measurements, and pedestrian traffic density observations. Clients receive a scouting report with specific location recommendations and the reasoning behind each selection — so the decision about where to project is informed by actual field conditions rather than assumptions made from satellite imagery.
AGM’s technical team works with the client’s creative files to optimize content for outdoor projection output at the selected surface scale. Color balance, contrast ratios, and motion timing are calibrated for the specific ambient light conditions and surface characteristics of the scouted location. For 3D or motion-forward content, AGM advises on format requirements early in the process so that creative development can account for the technical parameters that determine outdoor projection quality.
AGM’s direct technical crew arrives at the scouted location with the complete equipment package: 20,000-lumen commercial projector, generator and power solution, electronics bundle, and mobility unit. Setup is entirely AGM-managed — clients do not coordinate equipment or logistics. The crew executes the projection window from dusk through the agreed-upon campaign duration, typically four to six hours, covering the full evening audience cycle at the target location. For multi-night campaigns, the crew returns on consecutive nights with the same setup, building audience accumulation across multiple evenings.
AGM delivers high-quality professional photography and video documentation of every projection campaign, GPS location records for each campaign night, and a post-campaign summary report formatted for social media distribution, press use, and internal stakeholder presentations. The documentation is created to be used — not just stored. Every AGM projection campaign produces content that extends the campaign’s life beyond the projection window through the social and press channels where that content circulates.
AGM guerrilla projection campaigns start at $7,500 per night. This covers the 20,000-lumen commercial projector, generator and power solution, electronics bundle, mobility unit, and a two-person direct technical crew for the full projection window including setup and breakdown. There are no hidden equipment fees, no subcontractor cost pass-throughs, and no surprise additions at campaign close.
Location scouting is scoped as part of the campaign planning process and priced based on market and the number of locations being evaluated. For campaigns requiring private-property agreements — which AGM strongly recommends for multi-night activations and campaigns where position stability is critical — property access fees vary based on the location and its position in the target market. Multi-night and multi-market campaigns receive custom pricing based on the full scope of the activation. Contact AGM’s team with your campaign brief for a specific proposal.
Guerrilla Projection Planning Analysis
Guerrilla Projection Planning Analysis
Guerrilla Projection Planning Analysis
AGM’s projection client roster spans entertainment studios and streaming platforms, fashion and luxury brands, consumer technology companies, live event producers, major consumer packaged goods brands, advocacy organizations, and military recruitment campaigns. The common thread is not category — it’s the objective. Every client that deploys guerrilla projection advertising needs the same thing: a brand presence at architectural scale, in a context the audience finds genuinely surprising, that generates the kind of physical-world authority and social media response that paid digital advertising cannot manufacture from behind a screen.
Entertainment studios use projection for content launches, award-season positioning, and music release campaigns where street-level presence during the first-week cultural window is the difference between a release that the industry notices and one it doesn’t. Fashion and luxury brands use projection to make collection launches feel like cultural events rather than retail transactions — the scale and the surprise of a projection on the right building in the right neighborhood creates the brand context that fashion audiences expect. Consumer tech companies use projection for product introductions where they need to establish the brand’s presence as a physical fact in the world before the digital conversation begins. The US Marine Corps used it to reach the outdoor recreation and music festival audience at CMA Fest with military recruitment messaging that landed in a context — a major outdoor festival — where conventional advertising would have been invisible.
One night, one surface, maximum impact. Ideal for product launches, entertainment releases, and brand stunt activations designed to generate earned media from a single high-impact event. Documentation delivered for social and press use.
From $7,500/night
Two to five consecutive nights at the same or different surfaces. Builds audience accumulation and narrative depth — the anticipation mechanic that single-night campaigns cannot develop. Ideal for countdown campaigns, festival activations, and award-season builds.
Custom pricing based on scope
Simultaneous or sequentially coordinated projections across multiple urban markets. For global entertainment releases, national brand launches, and advocacy campaigns that need simultaneous physical presence in multiple cities. AGM coordinates across markets through direct crews in each location.
Custom pricing based on scope
Projections timed to specific events — film premieres, music festivals, sports playoffs, conventions — with surfaces positioned on approach routes or venue perimeters. Captures the event audience at its highest-engagement moment for maximum earned media and direct impression impact.
Custom pricing based on scope
Guerrilla projection advertising is the practice of projecting large-scale brand imagery, video content, or animated campaigns onto buildings, landmarks, and architectural surfaces using high-powered commercial projection equipment. AGM deploys a 20,000-lumen commercial projection system with a two-person direct technical crew, generator and power solution, electronics bundle, and mobility unit for every campaign. The projection runs for four to six hours from dusk, reaching the full evening audience cycle at the target location, and is documented with professional photography and GPS location records.
AGM guerrilla projection campaigns start at $7,500 per night. This covers the complete technical setup: 20,000-lumen projector, generator, electronics bundle, mobility unit, and a two-person direct crew for the full projection window. Location scouting is scoped separately based on the target market and number of locations evaluated. Multi-night and multi-market campaigns are custom-priced based on the full scope of the activation. Contact AGM’s team with your campaign brief for a specific proposal.
Projection mapping is a technical process that precisely aligns projected content to the specific geometry of a three-dimensional surface — a building facade, a sculpture, or an irregular architectural form — so that the projected image appears to transform the surface itself. Guerrilla projection advertising uses projection as a brand advertising medium, typically on flat or near-flat surfaces where the objective is maximum image quality, brightness, and visibility to the audience rather than architectural deformation effects. AGM executes both standard guerrilla projection and projection mapping for clients whose content and surfaces call for the mapping approach. The distinction is determined by the campaign’s creative and location parameters during the planning process.
AGM’s location scouting team physically evaluates candidate surfaces after dark in the target market — assessing surface color and texture, ambient light levels from adjacent signage and streetlights, sight lines from pedestrian flow to the projection surface, and vehicle and crew access for equipment deployment. Every recommended AGM projection location has been walked at night by a scouting team member with documented observations on all of these variables. This physical field assessment is the foundation of AGM’s projection campaigns; it is not a desktop or satellite-imagery exercise.
Regulatory requirements for projection advertising vary by market, municipality, and specific placement type. Short-duration unpermitted projections on building exteriors generally operate within the parameters allowed for temporary projected light in most markets. For campaigns requiring guaranteed position stability — multi-night activations, event-adjacent deployments, or campaigns where surface precision is critical — AGM recommends private-property agreements that eliminate regulatory uncertainty and ensure the position is secured for the full campaign window. AGM’s team advises on the appropriate permitting approach for each specific campaign during the planning process.
Standard AGM projection campaigns run four to six hours per night, beginning at dusk and covering the full evening audience cycle at the target location. For markets or venues with specific late-night audience peaks, AGM can adjust the projection window to align with the hours of maximum foot traffic density. Multi-night campaigns run on consecutive evenings; the crew arrives and sets up independently each night within the agreed campaign window. Campaign duration is discussed during the brief phase and scheduled based on the target audience’s evening movement patterns at the specific location.
Yes — festival and live event projection activations are one of AGM’s strongest campaign categories. The US Marine Corps × CMA Fest Nashville activation, which reached 80,000+ attendees across a multi-night campaign, demonstrates the scale of audience access that event-adjacent projection advertising delivers. AGM scouts surfaces within and adjacent to festival footprints, coordinates with event organizers and venue managers as required, and designs projection windows to capture the audience at its highest-density movement moments — on arrival, during peak attendance, and on departure. For brands active in music, sports, and outdoor recreation, festival projection campaigns deliver audience concentration and social amplification that no standard outdoor advertising within the event can match.
High-contrast, bold creative with strong visual hierarchy performs best on outdoor projection surfaces. Static imagery with large, readable typography delivers the clearest impressions. Animated content — including motion graphics and video — adds visual interest and extends the attention window of audiences who encounter the projection, but requires careful brightness and contrast calibration for outdoor luminosity levels. Countdown sequences and narrative content designed for multi-night campaigns build audience engagement over successive evenings in ways that single-static-image campaigns cannot. AGM’s technical team reviews all creative during the planning process and provides specific optimization guidance for the scouted surface’s dimensions, ambient light conditions, and viewing distance.
Projection advertising generates earned media through the structural surprise of occupying unexpected public space with something visually compelling. Audiences that encounter a high-quality projection in an urban environment that does not ordinarily feature one register it as an event worth documenting — they photograph and video it, post it to social media with tags and location references, and share it to audiences that were not physically present. In markets with high concentrations of content creators, entertainment journalists, and social-media-active consumers, this organic documentation extends the campaign’s effective reach from the physical audience at the projection site to a much larger social audience that discovers it through shared content. AGM has documented this amplification effect across campaigns for Netflix, Disney, and The Weeknd × YouTube, in each case generating earned media at a value that substantially exceeded the direct impression count.
Yes — projection advertising is frequently deployed as the centerpiece of a larger guerrilla marketing activation. Common combinations include projection plus street team activation, where brand ambassadors engage the audience gathering around the projection and extend the brand interaction beyond the visual experience. Projection plus fly posting, where the visual established in the projection carries through to street-level paper advertising in the same neighborhood during the campaign window. Projection plus experiential activation, where the projection serves as a visual beacon directing audience attention toward a nearby brand experience. AGM has experience coordinating all of these multi-tactic combinations and can advise on the approach that best serves a specific campaign objective and budget.
Yes. AGM executes projection campaigns internationally for brands with global activation requirements. The same technical equipment, scouting discipline, and GPS-documented reporting standards that AGM applies to domestic campaigns extend to international deployments. For global fashion launches, international music releases, and entertainment brands with simultaneous multi-country rollouts, AGM coordinates projection campaigns as part of the broader global campaign infrastructure. Contact AGM’s team with your international campaign requirements for a scope and pricing conversation.
AGM executes guerrilla projection campaigns for entertainment studios and streaming platforms, fashion and luxury brands, consumer technology companies, live event and festival producers, consumer packaged goods brands, advocacy organizations, political campaigns, military recruitment campaigns, and sports marketing. The format’s extraordinary earned media potential, its ability to operate at architectural scale without permanent surface modification, and its unique social amplification characteristics make it relevant across every brand category where the objective is to create a visual brand moment that audiences choose to share rather than ignore.
Single-night projection campaigns in standard markets can be planned and executed in as little as two to three weeks from brief. For campaigns tied to specific events — major festivals, film premieres, award shows, championship sporting events — four to eight weeks of advance planning is strongly recommended to ensure location scouting, creative preparation, and any required property access agreements are in place before the campaign window opens. Multi-market campaigns with coordinated crews across several cities benefit from the longest planning horizons; AGM can provide a specific timeline assessment based on the full scope of any campaign during the initial brief conversation.
Mobile LED displays that bring your brand to any location, any event.
Street-level poster saturation across walls, construction sites, and corridors.
Ground-level branded decals at pedestrian hotspots and event entrances.
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